本土品牌的崛起-500强银行品牌价值破纪录-品牌价值（英）

globalbrandintelligencesince1996

march|2024

TheRise

ofLocalBrands

Record-BreakingBrandValuesforTop500Banks

BrandFinanceJournal2024Banking500|Contents

Contents

BrandFinanceJournal2024Banking500

FOREWORD 5

byDavidHaigh,Editor-In-Chief,Chairman&CEO,BrandFinance

INTRODUCTION 7

byJoyMacknight,GuestEditor,BrandFinanceJournal

MAINFEATURE: 8

Top500BankingBrands

byJoyMacknight,GuestEditor,BrandFinanceJournal

TOPBANKCEOS14

BrandFinance2024BrandGuardianshipIndex

BRANDSTRENGTHFEATURE: 16

LocalBrandsProveStrongerThanGlobalBrands

byJoyMacknight,GuestEditor,BrandFinanceJournal

REGIONALANALYSISANDTABLES 18

BRANDBUILDINGTHROUGHSPONSORSHIP: 24

ConsiderationsforBankingBrands

byHugoHensley,HeadofSportsServices,BrandFinance

SHOWMETHEMONEY 28

AndaCommitmenttoSustainability

byRobertHaigh,StrategyandSustainabilityDirector,BrandFinance

andSofiaLiszka,Strategy&SustainabilityConsultant,BrandFinance

BANKINGBRANDSPOTLIGHTS 32

MBBank

 32

İşbank

 34

BNPParibas

 36

BPI

 38

Absa

 40

EquityGroupHoldingsPlc

 42

EFG

 44

TDBankGroup

 46

FORLOVEORMONEY: 48

DriverofAccountSwitchingintheUK

TOP500BANKINGBRANDS 50

METHODOLOGY 60

March2024|BrandFinanceJournal|3

DiveDeeperintoBrand

BrandEquityData

Industryandregional

comparisonsofbrandstrength

fromourannualglobalresearch

studyofover6000brands

toinformstrategicbranddecisions

DavidHaigh|Foreword

Foreword

byDavidHaigh,Editor-In-Chief,Chairman&CEO,BrandFinance

ValueandWhatDrivesIt

Theinsightinthisreport

isderivedfromourproprietarybrandequityresearchdataandbrandvaluecalculations.

MuchofthisisavailableviaBrandirectory,ouronlinebrandvaluedatabasewhereweranktheworld’sleadingbrandsbytheirvaluesacross31sectorsand41countriesandregions.

Brandirectoryisthegatewaytomuchdeeperinsighttowhatdrivesbrandstrengthandbrandvalue.

enquiries@

/research

BankingSector

ValueTables

Ourrankingtablesofthetop

500bankingbrandsinthe

worldbyvaluefrom2007to2024

/banking

Sustainability

Perceptions

Ourreportonthecontribution

thatperceptionsofsustainability

maketothevaluesoftheworld’s

leadingbrands

/sustainability

Brand

GuardianshipIndex

Ourmeasureofthecontribution

thatCEOsmakeas“guardians”

ofthevalueoftheirbrands

/

brand-guardianship

BrandValueReports

Requestyourowncustombrand

valuereport,providingadetailed

diagnosisofbrandstrengthand

valuerelativetocompetitorswith

royaltyratesandcostofcapital

calculations

/

request-a-valuation

Inpursuitofhigherreturns,bankershaveoftenbeeninnovators,creatingnewwaysofprovidingplacestolodgewealth,transfermoneyandprovidecredit.Atthesametime,theyhavealsobeenwide-lyconsideredgreedy,anti-social,andof-tenuntrustworthy-anecessaryeviltokeeptradeandpersonalfinanceflowing.

Whatmostcustomersdon'tappreciateisthatbankingisinherentlyrisky,moresoincertainenvironments.Marketslack-inginprudenceandrigorousoversightcreateafriendlyenvironmentforbankrunsandbankfailures.

Inpursuitofhigherreturns,bankerscre-atedfractionalreservebanking,papermoney,tradefinance,bonds,mortgages,creditcardsandinmorerecenttimescryptocurrency.Alloftheseinnovationscreaterisksunlesscarefullymanaged,asdemonstratedbythelastbigfinancialcrisisin2008.

Whythehistorylesson?Weseemtobeataninflectionpointintermsofinnova-tion,regulation,andtrust.

Thoseswankyreassuringbranchnet-workssupportedbyfriendlycustomerservicepersonnelarerapidlydisappear-ing,justasweenterarecessionarype-riodwherebankfailureisincreasinglylikely.Justlastyear,CreditSuissefailedinEurope,asdidAmericanbanksSil-iconValleyBank,SignatureBankandFirstRepublicBank.

Moneyisnowsubstantivelyelectron-ic.Bankrelationshipsareincreasinglyremoteandonline.Thecustomerisbe-ingdisintermediated,andsoonAIwillmeanthatmostbanking'relationships'won'teveninvolvehumancontact.

"Whythehistory

lessonandthereminderthatbankingisinherentlyrisky?Becauseweseemtobeataninflexionpointintermsofbothinnovation,regulationandtrust."

Asaresult,manybankbrandsarestrug-glingtomaintaintheirrelationshipwithcustomers,particularlytheirretailcus-tomers.Inmanycategories,customersgenuinelylovetheirfavouritebrands,butthisisnotusuallythecaseforbanks.VernonHill,thefounderofMetroBank,famouslyassertedthathedidn'twantcustomers,hewantedfans,althoughitssubsequenttravailsratherunderminedthisambition!Butfromabrandingper-spective,hehadtherightidea.

Bankinghasbecomeoneoftheweakestcategoriesforcustomerbrandtrustandlove.

Thiscreatesrealopportunitiesforchal-lengerbrandsinbankingandfinancialservices.ApartfromnewplayerslikeRevolutandMonzo,theconditionsarerightfornon-financialinstitutionstousurptraditionalbankingrelationships.Butchallengerbrandshavestruggledtomakerealbreakthroughsandnon-bankplayersappearreluctanttostepin'whereangelsfeartotread.

Thisisprobablywhyweareseeingagrowthinpopularityforsmallerregion-alandone-countrybankbrandsattheexpenseofthebigmonolithicglobalbrandsthatusedtobeinvogue.

Ourresearchshowsthatstrongnation-albankbrandsarefillingthevacuumofcustomertrust.Ibelievewewillseemuchmoreofthisoverthenextfewyearsasdisengagedcustomerslookforabankpartnerthatoffersagreaterfeelingofaffinity,security,andtrust.

March2024|BrandFinanceJournal|5

Introduction|JoyMacknight JoyMacknight|Introduction

Introduction

byJoyMacknight,GuestEditor,BrandFinanceJournal

Whenaskedhowbankscanimprovebrandvalue,mostchiefmarketingof-ficershavelongpointedtocustom-ertrustasoneofthemainpillarsofastrongbrand.

Today,inadditiontotrust,thereisalsoafocusonarticulatingasenseofpurpose,aswellasdeliveringproductsandservic-eswhen,whereandhowthecustomerwantstoaccessthem.

Sowhilemakingmeaningfulconnectionswithcustomersisthekeytobuildingastrongbrand,itiscrucialthatabrand’spromise,deliveryandcustomerexperi-enceallintersectandareconsistent.

Clearly,thebiggestbrandsintheglobalbankingindustrycontinuetowintheheartsandmindsofcustomers,asillus-tratedbytheincreaseintheTop500’saggregatebrandvalueforthethirdcon-secutiveyear.

However,thebankingindustryshouldn’tbecontenttositonitslaurels.Therearemanyemergingchallengesfortradition-albrands,includinggainingvisibilityandrelevancethoughdigitalmarketing.Thisrequiresinvestment,newskillsandashiftinthemindsetacrossthewholebank.

Assuch,banksaredeployingemergingtechnology,suchasartificialintelligence,tohelpthemconnecttotheircustomersinnewways.Thekeytosuccessisinseamlesslycombiningenergisedem-ployeesandcutting-edgetechnologytodeliverrelevantservicesandpersonal-isedexperiencesthatactuallyhelpcus-tomersinthemomentsthatmatter.

6|BrandFinanceJournal|March2024 March2024|BrandFinanceJournal|7

MainFeature|Top500BankingBrands

Top500BankingBrands|MainFeature

Top500

BankingBrands

Theworld’stopbankingbrandshaveregisteredathirdyearofgrowth,whichisatestamenttotheirabilitytomaintaincustomertrustinahighlycompetitiveenvironment.

byJoyMacknight,GuestEditor,BrandFinanceJournal

Hungarymanagedtoincreaseitsbrandvaluebythegreatestamountamongthetop50countries,afeataccomplishedsingle-handedlybyOTPBank.Thecountry’ssolelenderintherankingjumped58%,whichpositionsitamongthetop20climbersbyper-centageincrease.Thishelpedthecountry’slargestcommercialbankmoveup46placesintherankingto177th.

Thereare31newentrantstotheranking,comparedto19inthepreviousedition.Malaysia'sCIMBGroupisthehighestplacednewentrant,jumpingintotherankingat134thplace.

ICBC’SREIGNCONTINUES

China’s‘bigfour’remainwellaheadoftheirUScoun-

Global10byBrandValue

©BrandFinancePlc2024

Brand

Country

BrandValue

BrandValue

2024

2023

1

ICBC

China

$71,828

$69,545

2

ChinaConstructionBank

China

$65,604

$62,681

3

AgriculturalBankOfChina

China

$60,398

$57,691

4

BankofChina

China

$50,469

$47,336

5

BankofAmerica

UnitedStates

$37,256

$38,647

6

WellsFargo

UnitedStates

$35,807

$32,970

7

Chase

UnitedStates

$35,807

$31,332

8

Citi

UnitedStates

$31,401

$30,551

9

J.P.Morgan

UnitedStates

$30,762

$31,807

10

ChinaMerchantsBank

China

$26,644

$24,536

Forthethirdyearrunning,theTop500BankingBrandshasregisteredanexpansioninaggregatebrandvalue.Thisyear,therankingsawa2.3%rise,bringingthetotalvaluetoarecord-breaking$1.44trillion–almostdoublewhatitwasadecadeago.

“Averagebrandstrengthhasimprovedacrossthesectorlargelyduetoimprovedbrandfamiliarity,con-siderationandreputation,accordingtoourglobalresearch,”saysDavidHaigh,chairmanandCEOofBrandFinance.“Additionalfactors,suchashigherrevenues,coupledwithequityanalystsbeingmoreoptimisticonrevenuegrowthinthefuturethantheywerethistimelastyear,arethemaindriversofbrandvalueimprovement.”

Healsopointstothefactthathigherinterestrateshaveboostedrevenuefiguresintheshortterm,andimprovementsindigitalcapabilitieshaveincreasedcustomeracquisitionanddecreasedcostsforbank-ingbrands.

Importantly,theChinesebankingsector(includingHongKong,TaiwanandMacau)hasrecoveredfromitsaggregatebrandvaluecontractioninthepreviousranking.Thisyearitexpandedby2%to$449.8billion.

Thenation,whichhastoppedthecountrytableforthepasteightyears,nowsports74institutionsintheranking,overtakingtheUSwith72(whichis9lessthaninthe2023ranking).Almosttwo-thirdsoftheChineselendersintherankingincreasedtheirbrandvalueoverthecourseof2023.

“AlthoughtheChineseeconomyhasexperiencedheadwindsoverthepast18months,particularlyasaresultofthepropertymarketdownturninthecoun-try,Chinesebankingbrandshavestrongreservesandcanleanoncentralgovernmentsupportifrequired,”saysHaigh.“Theeconomybegantorecoverthrough-out2023,whichisreflectedinhigherbrandvaluesforChinesebankingbrandsyearonyear.”

Additionally,Chinesebankshavebenefitedfromhigherinterestratesleadingtohighernetinterestincomeandnetrevenues,headds.“TheassetandwealtharmsofmanybankingbrandsinChinahavebeenbenefittingfromagrowingmiddleclassandanaffluentclassinmainlandChina.Innovationanddig-itisationhaveresultedinimprovedcustomerexperi-ence,reflectedinhigherperceptionscoresaccordingtoBrandFinanceresearch.”

TheUS,insecondplaceinthecountrytablewith$332.2billioninaggregatebrandvalue,hasseenaslightdrop(1%)followingtwoconsecutiveyearsofexpansion.Thirty-oneofitsbanksintherankingsawdecreasesinbrandvalue.

Only11ofthetop50countriesexperienceddecreas-esinaggregatevalue,ledbyRussia(69%),Malaysia(20%)andNigeria(14%).

Unsurprisinglyduetheinternationalsanctionsim-posedonRussia,thecountry’stwolargestbrands

–VTBandSber–figureatthetopofthefallersinbrandvaluebypercentage,with91%and63%plung-es,respectively.

terparts,withIndustrialandCommercialBankofChina(ICBC)comfortablykeepingthetitleastheworld’sbiggestbankingbrandfortheeighthconsec-utiveyear,witha3%increaseto$71.8billion.

AccordingtoanICBCspokesperson,duringthepastyearthebankfocuseditseffortsonpromotinghigh-qualitydevelopment,withthe“strong,excellentandlarge”developmentpatternbeginningtotakeshape.Inaddition,awarenessofthewell-establishedbrand“ByYourSideandasYourTrust”wasfurtherenhanced.

Assuch,thegroup’sassetsandthebalanceofdepos-itsandloanshitrecordhighs.“Withsolidefforts,theimagesandconnotationsofstrategicbrandssuchasD-ICBC,GreenBank,mobilebankingandinclusivefinanceweremadeknowntomorepeople,”saysthespokesperson.“In2023,ICBCwasalsoinvolved,astheexclusivebanksponsor,intheAsianGamesandtheWorldUniversityGames,continuouslydeepen-ingthepublicwelfarebrandofthegroupandem-poweringitsbusinessdevelopment.”

ItscompatriotsChinaConstructionBank,Agricultur-alBankofChinaandBankofChina–insecond,thirdandfourthplace,respectively–alsoincreasedtheirbrandvaluebysingle-digitpercentages.ChinaMer-chantsBank,in10thpositionoverall,sawthebiggestriseoutofthefiveChinesebanksinthetop10andal-mostbrokeintodouble-digitswitha9%increase.

CathayUnitedBanksawbiggestleap(90%)inbrandvalueamongthiscohort,whichallowedittomoveup116positionsto253rdspot.Ittoppedthetableforclimbersbyrankandcameinfourthintermsofper-centageincrease.

Global10byBrandStrengthIndex

©BrandFinancePlc2024

Brand

Country

BSI

BSI

2024

2023

1

BCA

Indonesia

93.8

92.9

2

EquityBank

Kenya

92.5

92.4

3

BancaTransilvania

Romania

92.3

90.2

4

FirstNationalBank

SouthAfrica

92.3

93.0

5

KenyaCommercialBank

Kenya

91.5

90.4

6

ICBC

China

89.8

86.4

7

CapitecBank

SouthAfrica

89.1

93.0

8

Vietcombank

Vietnam

89.1

90.8

9

BankofChina

China

88.9

86.8

10

CTBCBank

China(Taiwan)

88.8

83.1

Thebrandstrengthandvaluefiguresreferredtointhisarticle,alongwithourannualrankingsfrom2007to2024areavailablevia

/banking

8|BrandFinanceJournal|March2024 March2024|BrandFinanceJournal|9

MainFeature|Top500BankingBrands

Top500BankingBrands|MainFeature

ClimbersbyPercentageChange2024

©BrandFinancePlc2024

Brand

Brand

Country

Value

Change

1

CharlesSchwab

UnitedStates

+135.9%

2

FirstCitizens

UnitedStates

+115.5%

3

LandesbankBadenWurttemberg

Germany

+112.8%

4

CathayUnitedBank

China(Taiwan)

+90.4%

5

MCBGroup

Mauritius

+86.6%

6

OldNationalBank

UnitedStates

+80.2%

7

UmpquaBank

UnitedStates

+79.0%

8

NHBank

SouthKorea

+76.7%

9

AttijariwafaBank

Morocco

+70.9%

10

Srisawad

Thailand

+66.4%

11

IndianBank

India

+63.2%

12

BancodelEstadodeChile

Chile

+63.2%

13

OTPBank

Hungary

+57.9%

14

77Bank

Japan

+54.8%

15

BEKB|BCBE

Switzerland

+53.8%

16

IndusIndBank

India

+53.2%

17

VIB

Vietnam

+51.1%

18

BankSinopac

China(Taiwan)

+49.3%

19

CaixaGeraldeDepositos

Portugal

+47.9%

20

UnionBankofIndia

India

+47.8%

BOFASTAYSTHECOURSE

Despiteaslightdrop(4%)inbrandvalue,BankofAmerica(BofA)maintainsitsfifth-placedspotover-allandremainsthepremierUSbankingbrandforthefourthyearrunning,withavalueof$37.3billion.However,WellsFargo–insixthplaceoverall–isclos-ingthegaponitscompatriot,witha9%increasetorecordabrandvalueof$35.8billion.

Chaseattainsthelargestrise(14%)inbrandvalueamongthetopfiveUSlenders.Thisboostallowedittomoveuponeplacetoseventh.ChaseisfollowedbyCiti,ineighthplace,whileJ.P.Morgandroppedtwopositionstoninthwitha3%decreaseinbrandvalue.

Butit’sCharlesSchwabthattopsthepercentagein-creasetable,witha136%jumpinbrandvalue,reach-ingatotalof$12.1billion.Thisallowedittomoveup37positionsto24thspot,enteringthetop25forthefirsttime.

Schwab,whichprovidesafullrangeofbrokerage,bankingandfinancialadvisoryservices,celebrat-edits50thanniversaryin2023bylaunchingseveraltargetedinitiatives,includinganonlineinnovation,abrandactivationinpartnershipwithFordandPGA,andaclientsurvey.

WhiletheEuropebankingindustryhasbeenstuckinthedoldrumsthepastfewyears,thisyearsawmanycountriesexperiencerobustbrandgrowth,withanaggregateimprovementof3.2%fortheregion.Forex-ample,thelargermarketsofFrance,theNetherlandsandSpainhaveexpandedtheirbrandvaluebyaround10%each.

SANTANDER’SSTRENGTH

Recordingthebiggestrankincreaseamongthetop20bankingbrandsglobally,Spain’sBancoSantanderhasmovedupfourplacesto13th.Thelendersawa12%increaseinitsbrandvalue,to$18.9billion.

AccordingtoJuanManuelCendoya,globalheadofcommunications,corporatemarketingandresearchatBancoSantander,thebankhasmodifieditsbrandstrategyfrombeingflexiblewithlocalbrandingandcampaignstowardsaglobalbrandstrategytoaccom-panytheoperationalandbusinessstrategy,andactasaleverfortransformation.

“Todothis,wearesimplifyingourbrandportfolioanddefiningatrulyglobalandconsistentpositioningforthebrand,”heexplains.“Thistransformationimpliesaverysignificantchangeandwillhaveanimpactonbothinternalandexternalstakeholders.Ithasbeenledbytopmanagement:AnaBotín,executivechair,

ClimbersbyRank2024

©BrandFinancePlc2024

Brand

Country

Change

inRank

1

EquitableGroup

Canada

+319

2

CathayUnitedBank

China(Taiwan)

+116

3

LandesbankBadenWurttemberg

Germany

+111

4

OldNationalBank

UnitedStates

+106

5

UmpquaBank

UnitedStates

+90

6

IndianBank

India

+84

7

MCBGroup

Mauritius

+84

8

AttijariwafaBank

Morocco

+79

9

CoventryBuildingSociety

UnitedKingdom

+71

10

BEKB|BCBE

Switzerland

+71

11

Srisawad

Thailand

+70

12

FirstCitizens

UnitedStates

+68

13

VIB

Vietnam

+66

14

TSB

UnitedKingdom

+65

15

MaritimeCommercialBank

Vietnam

+65

16

ChibaBank

Japan

+59

17

QIIB

Qatar

+59

18

77Bank

Japan

+58

19

BancodelEstadodeChile

Chile

+56

20

HalykBank

Kazakhstan

+56

InaNovember2023statement,Schwab’sCEOandco-chairmanWaltBettingersaid:“Technologyhasremovednearlyallbarrierstoinvesting,andthenextlogicalstepistoprovidetruepersonalisationtoeverysingleinvestor.Thatsaid,technologywillnevereclipsethehumantouch.Forhalfacentury,ourded-icatedSchwabprofessionalshaveputtheinterestsofourclientsfirstandforemost,andI’mconfidentourcultureofservicewillcontinuetosetusapartoverthenext50years.”

EUROPE:REASONFOROPTIMISM

ThelargestbankingbrandinEuroperemainsHSBC,withabrandvalueof$20million.A1%increaseinbrandvaluewasenoughtoallowtheUK-headquar-teredbanktoovertakeCanada’sTDandregainthe11thspotglobally,followingtwoyearsin12thposition.

TheHSBCbrandreceivedaboostfollowingthe£1acquisitionoftheUKsubsidiaryofthefailedSiliconValleyBankinMarch2023.Threemonthslater,itre-brandedSiliconValleyBankUKasHSBCInnovationBankingandsetoutplanstogrowtherebrandedenti-ty–whichservesthestart-upcommunity–intheUS,UK,MiddleEastandAsia.

andHectorGrisi,CEO,whoaretheleadersandmainsponsorsofthegroup’sstrategiccommunication,brandpositioningandreputationalinitiatives.”

ReflectingonSantander’smostsuccessfulbrandcam-paignin2023,Cendoyahighlightsafewatthegloballevelthatarehelpingthebankleverageitsglobalposi-tioning.“Withinsponsorships,weworkedonkeyas-setssuchasFerrariandF1with‘SantanderLapZero’,aswellasLeagueofLegendscompetitionsunderthe‘Levelupyourdreams’programme,”hesays.

GERMANY’SDOUBLE-DIGITGROWTH

Germany’saggregatebrandvaluejumpedup21%,allowingittomoveuptwoplacesto18thinthecoun-trytable.Itsthreebiggestbrands–DeutscheBank,CommerzbankandDZBank–sawjumpsof24%,36%and19%,respectively.

ButitisLandesbankBaden-Württemberg(LBBW),amid-sizeduniversalbankwhichservescompanies,retailandinstitutionalcustomers,andsavingsbanks,thathasmadethebiggestimprovementamongtheGerman–aswellasEuropean–lenders.Itincreaseditsbrandvalueby113%andleapt111positionsinthe

10|BrandFinanceJournal|March2024 March2024|BrandFinanceJournal|11

MainFeature|Top500BankingBrands Top500BankingBrands|MainFeature

overallrankingtoreachthe209thspot,earningitaplaceinboththepercentageandrankclimbers’ta-bles.

AccordingtoAngelaBrötel,headofcorporatecom-munications,marketingandboardofmanagementofLBBW,thebiggestchallengeoverthepastyearwas

–andcontinuestobe–supportingitscustomersasareliablepartnerintheirsustainabletransformation.“However,thisisalsoourgreatestopportunity,”sheadds.“Weknowourcustomersandtheirindustriesandhavelong-termownersatourside.Thismeanswehavealltheprerequisitestoaccompanythechangesinthebestpossibleway.”

In2023,LBBWrepositioneditselfasamodernworkplaceforexistingandpotentialemployeeswiththelargestemployerbrandingcampaigninitshisto-ry.“Thisrequiresthebesttalentinthecountry,asthebankistacklingthemajortransformationissuesofourtime,”saysBrötel.“Atthesametime,LBBWisaworkplacewhereemployeescanfeelcomfortable,asitemphasisestheimportanceofhumaninteraction.”

Toattractadditionalattention,thebankreactivatedaspecialinfluencerfromitshistoryusingartificialin-telligence(AI).Brötelexplains:“Over200yearsago,KatharinavonWürttembergwasbraveenoughtolaunchabankinresponsetoafamine.

Sinceautumn2023,KatharinahasalsobeensharingherthoughtsonLinkedIn,thankstoLBBWandAItechnology.Asavirtualinfluencer,Katharinapro-videsinsightsintothebank’sworkandsuccessful-lyaddressestheissuesthatmoveprofessionalsandyoungprofessionalsalike.”

THEYEARAHEAD

Haighseesdiversechallengesforbankingbrandsinthenext12months.Forplayersindevelopedecono-mies,increasedcompetitionfromtraditionalindus-tryplayersandnon-traditionalplayers,regulatorychanges,andlowernetinterestmargins,allpointtoapotentialconvergenceintheindustry.

Forthoseindevelopingmarkets,thereismoreoppor-tunityforgrowthamongtheunbanked,butdifferentchallengesexistintheformofalackoffinancialin-clusionorliteracy,assessingcreditriskeffectively,andalackofbankinginfrastructure.

Healsopointstotheusefuldeploymentofdataan-alytics.“Navigatinglegacysystems,privacycontrols

andotherbarrierstoeffectiveuseofdataanalyticswillbeachallengethatbankingbrandsmustover-comeiftheyaretosuccessfullypersonaliseproductsandservicestocustomersandprovidethebestuserexperiencepossible,”Haighsays.

Navigatingtheroadaheadwillnecessitateabanktoremaintruetoitscorepurpose.AccordingtoLB-BW’sBrötel,thebank’sgoalfor2024is“tocontinuetoestablishitselfasthepreferredbankingpartnerforbusinesscustomers,eveninanincreasinglychal-lengingeconomicenvironment.Toachievethis,animagecampaignisplannedfor2024thataddressestheneedsofourtargetgroupsandprovesthatLBBWistherightpartner.”

ICBC,inhonourofits40thanniversary,planstore-maincommittedtothe“financialdevelopmentpathwithChinesecharacteristic.”andpushforwardre-formanddevelopmentinthenewjourney,accordingtothespokesperson.

“ICBCwillcontinuetosupport,throughbrandbuilding,thewholebankindevelopingtechnologyfinance,greenfinance,inclusivefinance,pensionfi-nanceanddigitalfinance,andcontinuetostrengthenitsbrandvaluecreationability,tobuildconfidenceinandgatherstrengthforthehigh-qualitydevelopmentofthebank,”explainsthespokesperson.

AccordingtoCendoya,Santander’sbrandvaluewillbestronglylinkedtoitsabilitytodeliveronthestrate-gyithasdefinedforboththebusinessandthebrand.

“Thekeytoincreasingourbrandvaluewillbetoim-plementaglobaloperatingmodelformarketing,toimplementcommonpositioning,andtoidentifytherightassetsandexperiencestomakeittangible,”hesays.“NathaliePicquot,headofcorporatemarketing,brandengagementanddigitalexperience,islead-ingonthis,andIamconvinceditwillbeasuccess,leadingnotonlytohigherbrandvaluebutalsotoastrongerbrand.”

12|BrandFinanceJournal|March2024 March2024|BrandFinanceJournal|13

TopBankCEOs|BrandFinance2024BrandGuardianshipIndex

TopBankCEOs:BrandFinance2024BrandGuardianshipIndex

In2024,someCEOsarescrutinisedlikecelebrities.TheBrandGuardianshipIndexcelebratesCEOswhobalancetheneedsofcommercialsuccess,long-termbrandbuildingandpersonalreputationmanagement.

BrandFinance2024BrandGuardianshipIndex|TopBankCEOs

No.4VincentDelie

FirstNationalBank,CEO

AsanewentrantinBrandGuardianIndex(BGI)2024,VincentDeliehasmadesignificantprogressinenteringtheBGIbankingranks.However,theascentisnotreflectedinthebank’soverallbrandvalue,whichhasdeclined10%year-on-year.Delieunderscoresthepivotalroleofinvestinginhisteamasaninvestmentinthecompany'sfuture.Hiscommitmenttofosteringprofessionalgrowthanddevelopmentisevidentinthecomprehensivesupportprovidedtoemployees,includingleadershipdevelopmentprogrammes,diverselearningoppor-tunities,andnetworkingevents.

No.5MattComyn

CommonwealthBank,CEO

Australia’sCommonwealthBankCEO,MattComynhasmadeasignificantleapintherankingupfrom15thtofifth.Theascentisnotre-flectedinthebank’soverallbrandvalue,whichhasdeclined12%year-on-yearto$6.8billion,simultaneouslydroppingfrom49thto43rdintheBanking500ranking.ThebankrecentlyfellshortofanalystexpectationsdespitereportingaheftyA$5billioncashprofit,whichCo-mynattributedtotheeconomy’sexposuretodownsiderisks,notingthatcash-strappedconsumersarescalingbacktheirspendinghabits.

No.6Ala’aEraiqat

IntheBrandFinanceBrandGuardianshipIndex2024(BGI),10outoftheworld’stop100CEOs–orbrandguardians–hailfromthebankingsector.TheBGI

recognisesCEOswhoaresustainablybuildingbusinessvaluebybalancingtheneedsofallstakeholders:employees,investors,andsociety.

Manyofthisyear’stopbankingbrandguardiansdemonstratestability,focus-ingonsteadfastleadershipandlong-termtenures.

Anothertrendisthatmanyofthesector’sCEOsarealsolongstandingstakehold-ers,atestamenttotheircommitmenttotheirbrands’growthandprosperity.

Bankingbrandguardianshipisnotjustaboutsteadfastness,though.Digitisationandtranformationfactor